EFFECT OF TRUST, SATISFACTION, AND COMMITMENT ON CUSTOMER LOYALTY AT THE ALFAMART RETAIL IN SURABAYA, EAST JAVA – INDONESIA

Abstract

The research objective has to determine the Effect of Trust, Satisfaction and Commitment on Customer Loyalty in the Alfamart Retail at Surabaya, East Java, Indonesia. Hopefully will be able to the AEC 2015 retail business in Indonesia's is expected to be better. Modern retail is essentially a development of traditional retail. This retail formats emerge and evolve as economic development, technology, and lifestyle that makes people demand more convenience in shopping. The population used all of Alfamart retail at Surabaya there are 234 units of minimarket and sample of 70 units. While for the processing of the data was analyzed with multiple linear regressions aided by using SPSS version 20. Results of research was found that the partial and simultaneously variables X1, X2, and X3 have a significant effect to the variable Y